This fall, K-Swiss is launching “The Killer Body Beatdown” TUBES ad campaign starring America's Toughest Trainer Jillian Michaels and featuring comedian Kaitlin Olson, known for her fanatical character on the hit FX series “It's Always Sunny in Philadelphia.” In partnership with Lady Foot Locker, the multi-media campaign will consist of TV spots and a series of comic web films launching on September 14th, 2011.
In the new campaign, created with agency partner 72andSunny, Jillian Michaels and Kaitlin Olson, take TUBES and outrageous humor to popular workout regimes including the “Muffintop Massacre,” “Heinie Hottener,” and “Hot Cool Down.” The new campaign aligns with Jillian's core market of spirited, fitness-conscious women.
“K-Swiss is bringing the fun back to women's workouts,” said Chris Kyle, vice president of marketing for K-Swiss. “After the success of the men's TUBES campaign with Kenny Powers, we wanted to create an equally compelling campaign that inspires women to get in their TUBES, train hard and connects through humor in the process.”
To complement the short web films, there will be a 10-second and 30-second TV spots featuring Jillian and Kaitlin directing consumers to join the K-Swiss “Killer Body Beatdown” and visit Lady Foot Locker retail locations around the country. In all films, Jillian and Kaitlin will motivate and entertain consumers to get in shape with practical, but highly entertaining tips.
Launching September 15th, Lady Foot Locker will support the campaign via in-store displays nationwide. Throughout the month, original content will air on www.ladyfootlocker.com and TV including spots on NBC, CBS, MTV, BRAVO and VH1. Additionally, the campaign will be supported with a robust digital/interactive and mobile campaign on the K-Swiss and Lady Foot Locker Facebook pages.
K-Swiss TUBES training collection continues to be the brand's most successful fitness shoe to date. The lightweight shoe features the patented TUBES cushioning technology providing stability, flexibility and durability at an affordable price point of $80. TUBES will be available at Lady Foot Locker nationwide or at www.kswiss.com.
